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The Social Web for Business

The Social Web for Business. Jonathan Crossfield 26th August 2009. Why should my business care?. WHY. The Social Web for Business. Social networks are popular. Over 70% of Australian internet users visited a social networking site in June 2009*. *comScore study, June 2009

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The Social Web for Business

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  1. The Social Web for Business Jonathan Crossfield26th August 2009 The Social Web for Business

  2. Why should my business care? WHY The Social Web for Business

  3. Social networks are popular • Over 70% of Australian internet users visited a social networking site in June 2009* *comScore study, June 2009 Reported in Marketing Charts, August 17th 2009

  4. People want to be part of something exciting • Twitter rose to over 800,000 users in June 2009, up from 13,000 in 2008* *comScore study, June 2009 Reported in Marketing Charts, August 17th 2009

  5. Twitter is seeing astronomical growth *courtesy Hitwise Australia, July 2009 (Hitwise.com.au) The Social Web for Business

  6. But businesses keep asking thewrong question How can my business use Twitter (or Facebook, etc)? The Social Web for Business

  7. There is a better question How can I use the social web to help consumers achieve their goals? The Social Web for Business

  8. Deciding to use a tool is a TACTIC I want to use a snow shovel to benefit my business http://www.flickr.com/photos/signifying/ / CC BY-NC-SA 2.0

  9. Helping people achieve goals is a STRATEGY Clearing my driveway helps more customers get where they’re going http://www.flickr.com/photos/signifying/ / CC BY-NC-SA 2.0

  10. Knowing the customer goal may reveal a better tool Wow! Cleanest driveway in the street! http://www.flickr.com/photos/signifying/ / CC BY-NC-SA 2.0

  11. Human behaviour is the key!

  12. The ANT Approach A N T nthropology ot echnology The Social Web for Business

  13. ANT businesses are taking over

  14. Google – designed for users, not businesses

  15. Twitter – tapped into social behaviour

  16. Amazon – made buying books easier

  17. So, what is the social web? WHAT The Social Web for Business

  18. You might think social media is this The Social Web for Business

  19. These are just tools – snow shovels The Social Web for Business

  20. How should we use the social web? HOW The Social Web for Business

  21. By providing “elegant organisation” You don’t start communities. They already exist. They’re already doing what they want to do. The question you should ask is how you can help them do that better. Bring them “elegant organisation”. Mark Zuckerberg – Creator of Facebook Quoted by Jeff Jarvis – “What Would Google Do?” The Social Web for Business

  22. Identify the customer goal or problem The Social Web for Business

  23. Understand the route they prefer to take http://www.flickr.com/photos/tyskis/ / CC BY-NC-ND 2.0 The Social Web for Business

  24. Use the right tools to make it easier for them! http://www.flickr.com/photos/jkransen/ / CC BY-SA 2.0 The Social Web for Business

  25. See how many customers choose your route! http://www.flickr.com/photos/grahamking/ / CC BY-NC-SA 2.0 The Social Web for Business

  26. What does this mean?

  27. Listen and respond – don’t just broadcast

  28. View everything from the customer’s position http://www.flickr.com/photos/quaelin/ / CC BY-NC-ND 2.0

  29. Treat everyone as individuals, not a mass market

  30. Be an ANT! • Care about Anthropology, Not Technology!

  31. Thankyou @Netregistry @Kimota

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